Article
•
WARC Best Practice, April 2019
Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
Article
•
Giles Lury, WARC Best Practice, June 2016
This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.
Opinion
•
Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
News
•
19 November 2019
ByteDance, the Chinese firm behind the wildly popular TikTok is preparing to launch a competitor to Spotify and Apple Music in the streaming space, according to a new report.
News
•
28 October 2019
AT&T, the owner of WarnerMedia, plans to deploy its HBO Max streaming service to its existing customers, with aggressive targets for the new setup.
News
•
23 October 2019
Goldman Sachs partnered with tech giant Apple to launch its first credit card earlier this year – for the bank it was another step in its consumer-facing journey.
Article
•
Geoffrey Precourt, Event Reports, Advertising Week New York, September 2019
Goldman Sachs, the financial-services provider, has entered the consumer space in an impactful way using its own brand muscle and a high-profile partnership.
News
•
17 October 2019
Flipkart, the Walmart-owned e-commerce platform, has launched Flipkart Video Originals, two months after it introduced a free video streaming service to draw new users from small towns and cities in India.
News
•
16 October 2019
In a sure sign that plant-based meat has gone mainstream, a new group of ‘meatless meat’ producers have entered the market – the very meat producers and giant food conglomerates the new plant-based products were designed to disrupt.
News
•
27 September 2019
Indonesian tech firm Gojek, which is known principally for its ride-hailing and payment services, is now expanding into video streaming in a move widely seen as a challenge to Netflix and other established players in Southeast Asia.
News
•
27 September 2019
An IHOP Restaurants’ campaign that successfully changed people’s perception of the brand as primarily a breakfast dining location and increased burger sales has won the 2019 Grand Ogilvy Award.
News
•
04 September 2019
Fox has become the first leading US media company to launch its own betting platform, Fox Bet, as it enters a market worth up to $150bn.
News
•
26 August 2019
Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as its portfolio extends well beyond the drink that is embedded in its name.
News
•
26 August 2019
Last week saw two major US toy makers, Hasbro and Mattel, make significant moves into expanding their entertainment capabilities and positioning themselves as global IP-content players.
Article
•
Stephen Whiteside, Event Reports, Owning Your Narrative: The Future of Media, June 2019
Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as it extends into new categories and targets different consumer groups.
News
•
08 August 2019
The historic company and now content powerhouse, Disney, unveiled further details around its forthcoming streaming service Disney+ and what it all means.
News
•
30 July 2019
The world's largest audio streaming service by users, Spotify, is the leader in the space with a host of new features, but a new book sheds light on one of its unsuccessful features, and the ways in which the secretive company works.
News
•
23 July 2019
Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.
Article
•
Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019
Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.
Article
•
David Taylor, Admap, July 2019
Looks at driving premiumisation by smartly and strategically extending your core range.
News
•
03 June 2019
Amazon is reportedly considering the purchase of Boost, one of US telco Sprint's pre-paid brands, placing the e-commerce behemoth on track to enter the wireless service game.
News
•
29 May 2019
Bytedance, the privately-held Chinese company behind the globally popular streaming app TikTok, is reportedly planning to make a move into hardware with a smartphone product.
News
•
22 May 2019
Following the stellar success of DC and Marvel in migrating comic book heroes to the big screen, Sony Interactive Entertainment has launched PlayStation Productions, aimed at taking some of its most successful games to the movies and TV.
News
•
20 May 2019
Amazon, the world’s largest online retailer, is expanding its reach even further after making a substantial investment in Deliveroo, the UK-based food delivery start-up.
News
•
14 May 2019
Mondelēz, the global snacking business, sees significant snacking opportunities in fast-growing Asian markets, where it is shifting its focus towards local tastes and needs, a top executive has said.
